NEW DISTRIBUTION RESEARCH TOPIC
How can brands grow beyond price competition?
Evidence and cases on product strategy, category innovation, marketing, and channel coordination in China’s consumer market.
Related research and analysis
4701 articles · Page 193 of 196
6 Key Points for Distributing Agency Products
This article discusses how distributors can find and successfully manage product agency opportunities. It outlines six key principles: choosing products that match your capabilities, having a long-term vision, committing to consistent effort, specializing in your channel network, focusing on product categories, and carefully assessing risks.
唐江华How Can Trading Companies Drive Brand Building?
If in the first half of the year or last year, discussing wine distributors, especially those operating as trading companies, advancing brand building was seen as a bonus, then in the current environment, distributors are facing a life-or-death test brought by industry changes. Exploring and attempting trading brand building has become a necessary measure worthy of attention from all distributors. For most distributors, building a trading brand is a risky long-term project. In the past, distributors often only valued product brands and neglected their own trading brand. The author believes that only by branding the trading company can distributors build core competitiveness and avoid being eliminated in the fierce market changes.
张健Six Weapons for FMCG Sell-Through
Many companies face the puzzle of a new product that successfully recruits distributors and gets stocked, but then stalls at the terminal. This article presents six terminal promotion tactics—free samples, market activation, personnel promotion, sweepstakes, price discounts, and premiums—as effective weapons to drive sell-through and secure market share.
张文雄The Crazy Genes Behind Evergrande Grain and Oil's Success!
Last year, Evergrande Spring Water made a grand debut at the AFC Champions League and achieved a miracle of 5.7 billion yuan in sales within 30 days. Despite industry experts' skepticism, it has now established a foothold in the market. This year, Evergrande entered the grain and oil industry with a similar aggressive strategy, achieving a staggering 11.9 billion yuan in distributor recruitment. The author argues that Evergrande Grain and Oil is bound to succeed due to its strong capital, platforms, model, and endorsements.
邹凌远The Four Core Tactics of Terminal Interception Marketing
This article discusses the four core tactics of terminal interception marketing in the FMCG industry, using the classic case of Rejoice and Slek shampoo to illustrate the concept. It emphasizes the importance of word-of-mouth, image, benefits, and impulse stimulation in intercepting consumers at the point of sale, particularly for white liquor brands.
宋玉锋Methods for Learning Marketing
Marketing is too important to be left only to the marketing department, as David Packard, the late CEO of Hewlett-Packard, said. To learn and practice marketing, it is essential to understand its concepts and development stages, from the production concept to the societal marketing concept, and to adopt practical learning methods such as case studies, learning from other industries, and teaching others.
赵志刚The Six-Character Formula for Marketing Management
The six characters—people, finance, resources, responsibility, authority, and interests—encapsulate the essence of business management. This article elaborates on each, offering practical guidance for FMCG distributors and dealers.
俞国庆9 Marketing Common Sense Tips to Easily Grasp the Essence of Making Money!
This article outlines nine fundamental marketing principles that help businesses understand the core of commerce, capture key insights, and break through business dilemmas. It emphasizes that frequent promotions reduce brand value, marketing is about winning consumers rather than beating competitors, and the core of marketing is STP (segmentation, targeting, positioning).
New DistributionThe Uncopyable Six Walnuts: A Complete Marketing Analysis
Hebei Yangyuan Zhihui, a beverage company on the brink of bankruptcy in the 1990s, turned its fortunes around after 2003 with a plant-based protein drink called 'Six Walnuts,' growing from 3 million yuan in sales to around 3 billion yuan in a decade—a nearly thousand-fold increase. This article dissects the marketing strategies behind this remarkable rise, exploring why the model is hard to replicate and what lessons it offers for FMCG marketers.
New DistributionMarketing: The Art of Division and Combination
A company president pours out all his marketing management problems, which are then categorized and solved using the principles of 'division' and 'combination'. The article explains how these concepts apply to market segmentation, product classification, and site selection, using KFC's location strategy as an example.
喻国庆Ten Internal Weaknesses That Doom Salespeople
With about 80 million salespeople in China, standing out requires mastering internal skills. This article outlines ten common internal weaknesses that hinder success, from evading supervisors to lacking self-reflection.
New DistributionSeven Doubts About Distributor Marketing Issues?
Distributors often view their business from a single perspective, leading to misconceptions about shrinking opportunities. However, by breaking free from fixed mindsets and observing the broader environment, distributors can find vast growth potential and overcome their concerns.
朱志明A Practical Guide to Beer Market Operations
This article provides a comprehensive analysis of the beer market from a marketing perspective, covering product characteristics, logistics, channels, and marketing strategies. It also includes a detailed case study of a competitive battle between two brands in a county-level market, illustrating the differences between traditional channel warfare and modern deep distribution.
New DistributionHow to Drive Sell-Through at Foodservice Outlets?
Without sell-through, everything else is meaningless; distributing products to outlets merely shifts inventory. Only sustained sell-through is the right path. This article outlines the sequence of sell-through, factors affecting it, methods, and common tactics for driving sell-through at foodservice outlets.
朱志明5 Key Thinking Perspectives That Marketing Professionals Must See
Marketing management is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. This article outlines five essential capabilities for marketing professionals: public relations skills, information gathering and processing, innovation, adaptability, and reflection and summarization.
New DistributionDistributors Leverage Major Brands for Growth
This article discusses the strategy of small distributors partnering with major brands to accelerate their growth, using the 'leaning on a big tree' approach. It outlines the benefits, challenges, and practical steps for small distributors to attract and secure partnerships with top-tier brands, illustrated with real-world examples.
朱志明Off-Season Sales: Finding the Right Spot for a 'Marriage'
Off-season marketing is often overlooked by distributors. Strengthening manufacturer-distributor relationships and improving immunity in the off-season market has become a common concern for many companies. The key to a true partnership lies in 'profit'—helping distributors maximize long-term benefits through strategic shifts, reasonable profit systems, new channels, and training.
丁永征Festival Marketing: How to Turn It into Winning Sales?
As the Mid-Autumn Festival and National Day approach, the battle of festival marketing is about to begin. For manufacturers and distributors, festival marketing presents a huge opportunity to boost annual sales, but it also poses challenges. This article explores common pitfalls, such as over-reliance on price cuts and rigid thinking, and offers strategies to succeed, including focusing on product highlights, experiential marketing, emotional appeal, and systematic planning.
何慕When Negotiating, Concede to the Right
Negotiation is ubiquitous in management, sales, and marketing. This article discusses the paradox of concession in negotiation, arguing that one should never make unilateral concessions on key interests but instead trade concessions on secondary points to achieve mutual benefit, illustrated with both failed and successful examples.
程烈Four Key Principles for New Product Distribution
This article outlines four key principles for successful new product distribution, emphasizing thorough preparation, time efficiency, speed, and strategic planning. It also details three standards for distribution management and seven strategies to ensure effective market coverage.
朱志明Ten Years as a Marketing Director: Hard-Won Insights!
The author, having transitioned from a professional manager to a trade partner and marketing consultant, shares lessons from over a decade in marketing, covering topics like corporate politics, career growth, and practical wisdom.
佚名Former Yinlu Sales VP Shares a "4P" Promotional Management Strategy
Promotion is a common marketing tactic, but poorly executed promotions can waste money and create long-term problems. This article introduces a "Promotion 4P Strategy"—Purpose, Portfolio, Policy, and Pipeline—to help design effective promotions that balance short-term goals with long-term marketing health.
New DistributionThe Marketing Path of Distributors: Living Off the Land
This article discusses whether it is always the best choice for growing distributors to select famous liquor brands, and proposes a '211 brand layout' strategy. It emphasizes the importance of partnering with regional brands for sustainable development and market dominance.
朱志明5 Consumer Behavior Patterns of Store Shoppers
This article outlines five consumer behavior patterns observed in retail stores, helping businesses tailor their marketing strategies to increase sales.
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